SUBSCRIPTION CAMPAIGNS OF THE CHSILDREN’S PRESS IN UKRAINE IN THE 1920S AND 1930S

The article explores the practice of organizing the subscription campaign by editorial offices of the children's press, including information, advertising and language tools and resources used to increase the circulation of the editions. The aim of the article is to find out the conditions for the formation of the children’s press system of Soviet Ukraine in the 1920s and 1930s, in particular the means of creating subscription information that reflected the thematic, structural and linguistic features of periodicals. The object of the study are children's (for pioneers, schoolchildren) newspapers and magazines published in Ukraine in the 1920s and 1930s, which used various means of conducting a subscription campaign for children’s audience («Oktiabrskije vshody / October shoots», «Chervoni kvity / Red Flowers», «Pioneriya / Pioneering», «Na zminu / For a Change», «Znannia ta pratsia / Knowledge and Work», «Biuleten’ okruzhnogo biuro KDD i Artemovskogo rajonnogo shtaba kulturno-bytovogo pohoda junyh pionerov / District Bureau Bulletin of CCM [Communist Children’s Movement] and Artemivsk regional headquarters of the cultural and domestic campaign of young pioneers», etc., published in Kharkiv, Kyiv, Artemivsk). In the ideologically marked press of the 1920s and 1930s in Ukraine, in particular for pioneers and schoolchildren, active means of communication can be considered, such as language means (orders, tasks, appeals, obligations, etc.), information and advertising resources (original text messages and specific page design about subscription, preferential prices (reduction of a separate number, set of the newspaper or magazine or subscription), expansion of the subscription network, in particular «by phone call of the commissioner»; holding competitions, receiving prizes in the form of «free оf charge subscription», books or collections), deployment of forms of agitation in order to increase its circulation. Some editors emphasized that children’s magazines were published under the auspices of the People’s Commissariat of the Ukrainian Soviet Socialist Republic; prominent literary, pedagogical and party leaders of the country took part in the editions.